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What We’ve Learnedand Moving Forward
Cox Newspapers Internet meeting
April 28, 2004
Our Vision
• Our future: Deeper integration of online, print
• Strategy: Where do we want to go? What are our key business initiatives?
• Direction: Looking ahead, best practices, setting new industry standards
• Focus: All of us are part of a common goal. Sharing and teamwork are essential.
What We’ve Learned
• Process: Streamlined the Product Development cycle
• People: Realignment, new hires to strengthen teams
• Communication: Refined internal, external dialogue
• Teamwork: Closer working relationships among markets, COXnet
• Support: Systematic approach for new sites, projects
Moving Forward /User Registration
• Launched user registration across sites in 2004. Partial launch / message boards in September 2003.
• Made adjustments and completed extensive testing to make sure the system could handle the load created by UR.
• Successfully launched content trigger points for Austin, Hamilton, Dayton and Atlanta.
• Confirmed users (As of early Monday):Atlanta 123,180 Austin 87,675 Dayton 28,822 Hamilton 5,053
Quantity becomes quality…
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
Mar-03 Apr-03 May-03 J un-03 J ul-03 Aug-03 Sep-03 Oct-03 Nov-03 Dec-03 J an-04 Feb-04 Mar-04
Atlanta Austin Dayton Palm Beach TOTAL
Source: SageAnalyst, CNI Metros: Mar, 2003 – March, 2004
Metro / city site page views: March 2003 – March 2004
Moving Forward / The Value Proposition
Moving Forward /Grow E-Mail Subscriptions
As registrations increase, so do opt-in e-mail subscriptions…
Source: SageAnalyst, Feb, 2004-April, 2004
0
5,000
10,000
15,000
20,000
25,000
2/28/2004 3/13/2004 3/27/2004 4/10/2004
Confirmed Registrants E-mail Subscribers
DaytonDailyNews.com UR Launch
Moving Forward / E-mail Advertising Forecast
E-mail is our most immediate opportunity to monetize our registered user data
Source: Jupiter Research, 2002
744415
950
1,146
735
1,243
1,682
1,228
1,568
2,347
1,934
1,890
3,157
2,921
2,199
0
1,000
2,000
3,000
4,000
5,000
6,000
7,0008,000
9,000
2003 2004 2005 2006 2007
Retention Sponsored Acquisition
National E-mail Advertising Forecast
Moving Forward / Managing The Data
We’ve got the data … now what do we do with it?
• Take advantage of revenue potential from e-mail newsletters
• Hire/appoint local ‘data czars’ to manage the data
• Develop detailed processes for managing requests for analysis
• Communicate standards, restrictions and prioritization for using the data
• Treat the data as an asset
Moving Forward /Turning Users into $$
• Special offers: Send a direct e-mail message to a specific audience.
• Personalized ad targeting: Passing UR variables to Doubleclick.
• E-mail newsletters: Immediately connect with receptive customers seeking specific information.
Deliver targeted audience segments
Moving Forward / Enhance User Registration Process
• Customize ‘Welcome’ e-mail by site
• Offer incentives to users who supply specific information
• Validate ZIP codes upon entry
• Auto-populate City and State based on ZIP code
• Conduct an exit survey when users delete their profiles
• Ability to apply a “vacation stop” to e-mail newsletters
• Share best practices on managing UR data
Moving Forward /Audience Management
Building loyalty• 23% of our audience drives 85% of the volume.• Our ‘sweet spot’ is turning our frequent and light users into loyal users.
Source: SageAnalyst, CNI Metros - January 2004
LOYAL USERS>= 4 visits; >1 page per visit
FREQUENT USERS2-3 visits; >1 page per visit
LIGHT USERSmultiple 1-pg visits; single visit, >1 page
DRIVE-BY USERSsingle visit, 1 page X46.5%
30.4%
11.3%
11.8%
3.2%
12.4%
10.8%
73.5%
0%
20%
40%
60%
80%
100%
Unique Visitors Page Views
X
• Define a customizable collection of reports to provide a real-time overview of site performance.
• Create reports dynamically, then save, share or automatically distribute them.
Understanding audience key to success
Moving Forward / New Audience Analysis Tools
Moving Forward /Real-Time Reporting
• Influence editorial decisions with real-time content analysis.
• Measure marketing effectiveness to promotional, sign up, or order pages.
• Identify important pages that are getting missed, in order to highlight them more prominently.
Monitor our most popular content
Moving Forward /Path Analysis Reporting
• See popular pages or channels that users view following a selected page and where they exit the site.
• Drill into visitor or content attribute data to further dissect who is
using what content.
Follow users through our sites
Improve customer experience, build loyalty through prototype testing
Upcoming…
• Events Tool
• Restaurants Tool
• Palm Beach Redesign
• Web Order Entry
• Search Tool
• Movies Tool
more…
Upcoming…
• Events Tool
• Restaurants Tool
• Palm Beach Redesign
• Web Order Entry
• Search Tool
• Movies Tool
more…
Moving Forward /Usability Test Plans
Moving Forward /Audience Management
Exploring our options
Vendor Analysis• Tacoda• Sage AMP• 24/7 RealMedia• AlmondNet• Accenture• DoubleClick• WebLogic Customization• SiteCatalyst• Hit Box• WebTrends• Core Metrics
Market Analysis• Belo Interactive• Washington Post • Newsweek Interactive• iVillage• USA Today• AZCentral.com• Weather.com• Tribune Interactive• Avenue A Media Buyer
Moving Forward / Search Improvements
• Improvements to site search utilizing Verity’s K2 product
• Integration of Google Web search into site search, which also includes Google-sponsored search results
• Is there a pot of gold out there?
New generationof search
Moving Forward / MoreSearch Enhancements
• MetaTagger: A cost-efficient way to improve Search.
• Sets the stage for advanced content initiatives such as Personalization.
• Automates accurate, consistent metadata for each news story.
• Available early May
Better local search on your sites
Moving Forward /Events and Restaurants
Events (available early August):• Improved online user interface
including event photos• New features such as the ability to
search for nearby restaurants
• One entry point for information to
feed both print, online products Restaurants (available late June):• Improved online interface• New features such as ability to sell
sponsored search results
Tools for the leisure-time audience
Moving Forward / ContentManagement System
• Sent a team to train all the newspaper and city site Web staffs on the new system in August. Now used in all markets.
• Followed up initial training with further visits to reinforce training.
• Holding conference calls with producers on tips, idea sharing.
• Responding to papers’ needs, adding CMS
enhancements as quickly as possible. • Responding to papers’ needs, adding CMS
enhancements as quickly as possible.
CMS continues to evolve
Moving Forward / Content Management — New Tools
• COXnet customization of the DT Web Tab enables newspapers to seriously consider the newsroom in the Web publication workflow.
• Simple interface completely removes HTML from the process.
Bringing Internet to the newsroom
• Release coincides with DT5 rollout in markets.
Moving Forward /CMS — Major Upgrades
• Improved integration with other tools, saving time for users in adding story enhancements, such as polls.
• Detailed file status information (Published, Processing, Failed, etc.) to help producers sort production issues.
Better tools for your producersThe new COXnet Web Transfer Tool offers:
• Integration with DT 5 news databases.
• Available late May
Moving Forward /CMS — Major Upgrades
New ways to automate content
• Users have more control of automated headline displays.
• New services: Weather
• Custom Access Points: Users can pick their own look and feel for automated headlines
• Rollout of changes late April to late May
Changes to the Content Reference Tool:
Moving Forward /CMS — Major Upgrades
• E-Paper stories can be published directly into popular site directories (Metro, Sports, Money, etc.) This promotes flexibility for content producers and increases targetable page inventory for Sales.
• Automated E-Paper headlines can be promoted anywhere on a site.
• Rollout date to vary by site, starting with Ohio sites in June.
Flexibility for your Web print editions
Moving Forward /Content-Related Tools
Poll tool:
• More customization of fonts, colors• Ability for unlimited user voting
Message boards:
• Improved user interface — providing more sorting and search options.
• Allowing users to attach photos, icons, etc. to message posts.
• Providing more search options
Enhancing our interactive tools
Enhancements available early July
Moving Forward /Content-related tools
Slideshow tool:• More customization options for
background and font colors, tile graphics and thumbnail display.
Media Manager:• Providing the ability to bulk
upload photos, reducing time to build photo galleries
• Providing more search options
Easing way for more photo slideshows
• COXnet will launch shared photo channel after enhancements completed in mid-June.
Moving Forward /Multimedia
• Providing hands-on assistance where needed on audio slideshows, Flash presentations and editing video.
• Holding conference calls, Webinars to spread expertise and share ideas.
• Working with AJC Multimedia Committee
Setting standards, sharing best practices
• Also established Intranet page on multimedia issues and list serv for discussion.
Moving Forward /Revenue Channels
• Enhance existing revenue-producing channels — Health, Travel, Money.
• Identify new content deals, such as consumer electronics
• Added revenue content manager to staff and reorganizing resources. Working with AdStudio on joint projects.
• Providing new support for community sites.
New Content department strategy
Moving Forward /New Features Channels
• Home and Garden.
• Food
• Working on new options for Pets content.
• Working with markets to identify other content needs.
In the works
Moving Forward /Reselling Cox Content
New avenues to build revenue
• Opening Special Edition to national audience
• Universal Press Syndicate to market content
• Password-protected site offers stories and photos to subscribers.
Moving Forward /Sites for Non-Dailies
• Working with Cox Ohio to develop Web sites for four Ohio non-dailies, launching by June.
• Task list created by Product Development will serve as possible model to follow for non-dailies in North Carolina and Texas.
In the works
Moving Forward /Content-Related Tools
• High School Stats, an administrative tool that allows one entry point for high school stats information to feed print and online products
• Product Development, Content working with multiple markets to ease production of stats for online and print.
• Available early August
Simplifying sports stats
Moving Forward /Classified Verticals
• Web Order Entry: Allowing customers to buy ads online
• Morris Classifieds: A better solution for all verticals on communities and merchandise for the metros
Enhancing the customer experience
Moving Forward /Large Ad Formats
Greater ROI forour advertisers
• Better click-through rates
• Higher visibility
• Improved platform for branding
Moving Forward /Advertising-Driven Content
Creating ad revenue channels• Conceptualizing with sales staff
• Front-end design
• Ad creative support through life of revenue channel
Moving Forward/Advertising-Driven Content
Improving existing ad-driven content• Maximizing page real estate
• Improving usability through smart design
• Intuitive content management tools built for sales staff to update site without knowing HTML
Moving Forward /Improving Quality
• Increased experience on the quality assurance team
• New automated testing tools
• Building a more robust test environment
• More rigorous testing procedures
Advances in quality assurance
Moving Forward /Technology
• CGI to Java: Converting legacy products for the new platform to assure stability.
• New site architecture: Having WebLogic serve content to users
• Disaster recovery: Building a redundant data center
• Better utilization of existing technologies on our platform, such as e-commerce.
A stronger, stable infrastructure
What We’ve Learnedand Moving Forward
Cox Newspapers Internet meeting
April 28, 2004
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